Store Manager
Aston Lane Superstore, Birmingham
Promoted to lead 24-hour 50,000 square foot Superstore in a challenging and diverse inner city location. Full P&L and operating accountability for a store with 300 colleagues.• The store carries an extensive range of food, general merchandise and clothing departments, but fresh food sales were low, representing a challenge on margins. Analysis of socioeconomic and customer data revealed that 25% of customers were young families and that the area enjoyed a diverse cultural mix, so commenced a rebalancing of space to reflect actual customer requirements. • Stock changes included the removal of a large supply of sun preparations, transferring the stock to Cornwall. Introduced an aisle of nursery that added significant sales. Halved the space allocated to wine, shipping, whilst adding specialty beers and waters and spirits. Grew LFL on drinks by 18% and maintained wine sales at the same level. • In total reduced the store inventory significantly and stock days cover by 3 days.• Introduced the maximum range of world food, putting the store into the top 4 performers nationally during religious festivals. • Reduced FTE from 250 to 220, including a reduction in the management team of 5. Reduced hours by rebalancing them across departments and to better fit the store’s trading patterns• Reduction in FTE achieved by performance management; only 2 redundancies were made.• Reduced waste by 27% by instilling best practice, building a targeted range & better event management.• What was once regarded as the worst store in the Area is now known for good things: managers now apply to work in Aston Lane and the store is classed as “stable” and routinely passes audits. • In a challenging location colleague engagement has grown to 80% and 95% of customers score the store as “Excellent” or “Good”.